Feeds

Apple 'iWatch' trademark filing hints Cook's make-or-break moment looms

Japanese filing portent of product announcement, or mere protectionist play?

  • alert
  • submit to reddit

Gartner critical capabilities for enterprise endpoint backup

Apple is said to have filed a trademark application for the term "iWatch" in Japan – just a few weeks after it reportedly did the same in Russia – thus fueling rumors that, yes, Cupertino is indeed planning a move into what CEO Tim Cook calls "wearables."

Apple filed for the trademark on June 3, and the filing was made public last Thursday, reports The Wall Street Journal (paid subscription required). The category in which it was filed, the WSJ writes, is for a "computer or watch device" – and if the iWatch rumors that have been coursing about recently are in any way accurate, it'd be both.

Of course, the filing may not be related to an impending Apple iWatch release at all. It may, instead, be merely a move to tie up the name so that Cupertino's busy legal team can maintain control over it, product plans or no product plans – and needless to say, Apple is not one to tip its hand as to those plans. Or the lack of them.

But the wearable-tech concept is a-bubblin'. The first iWatch rumor that we've been able to turn up in the Vulture Archives surfaced over a dozen years ago, but recent rumors, reports, and patent filings have cranked the nuclear-powered hypegasmator up to 11 in recent months.

Cook added his own fuel to the fire when speaking at an AllThingsD soirée in May, when he said that he found wearable tech to be "incredibly interesting" and that the market was "ripe for exploration."

As far as what is available in that market – or soon to be widely available, as will be Google Glass – Cook was dismissive. "There are lots of wearables," he said, "but of the ones doing more than one thing, I haven't seen anything great out there."

If he was talking about, say, Sony's Android SmartWatch, we'd have to agree. About Google Glass, the jury is still out, but the computer-in-your-face idea never made much sense to your humble Reg reporter – although he does readily admit to swiftly advancing old-fogeyism.

One thing, however, is inarguable. Should Apple release an iWatch – even if only in gadget-happy Japan as a test market – it had better be a runaway hit. Apple is increasingly having to battle the perception that it has lost its creative mojo (that sanctimonious "California" advert didn't help), and the long knives of the haters are gleefully being honed to a razor's edge.

It's equally inarguable that in terms of not only market share but also market creation, Apple hit it out of the park with the iPhone and the iPad. But that was when there was another man running the team.

Your move, Mr. Cook. Will it be an iWatch? A big screen TV? Something that the rumor mill hasn't yet picked up?

Whatever it is, it had better be good – for your own career's sake, especially. ®

Boost IT visibility and business value

More from The Register

next story
Kate Bush: Don't make me HAVE CONTACT with your iPHONE
Can't face sea of wobbling fondle implements. What happened to lighters, eh?
Apple takes blade to 13-inch MacBook Pro with Retina display
Shaves price, not screen on mid-2014 model
iPhone 6 flip tip slips in Aussie's clip: Apple's 'reversible USB' leaks
New plug not compatible with official Type-C, according to fresh rumors
The agony and ecstasy of SteamOS: WHERE ARE MY GAMES?
And yes it does need a fat HDD (or SSD, it's cool with either)
FEAST YOUR EYES: Samsung's Galaxy Alpha has an 'entirely new appearance'
Wow, it looks like nothing else on the market, for sure
YES YES YES! Apple patents mousy, pressure-sensing iVibrator
Fanbois prepare to experience the great Cupertin-O
Steve Jobs had BETTER BALLS than Atari, says Apple mouse designer
Xerox? Pff, not even in the same league as His Jobsiness
TV transport tech, part 1: From server to sofa at the touch of a button
You won't believe how much goes into today's telly tech
Apple analyst: fruity firm set to shift 75 million iPhones
We'll have some of whatever he's having please
prev story

Whitepapers

5 things you didn’t know about cloud backup
IT departments are embracing cloud backup, but there’s a lot you need to know before choosing a service provider. Learn all the critical things you need to know.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Build a business case: developing custom apps
Learn how to maximize the value of custom applications by accelerating and simplifying their development.
Rethinking backup and recovery in the modern data center
Combining intelligence, operational analytics, and automation to enable efficient, data-driven IT organizations using the HP ABR approach.
Next gen security for virtualised datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.